Social Media Marketing: Get Out Now…You’re Doomed to Fail!

Set goals for your social media to avoid major failYou’re a small business owner and have spent some of your hard earned money on social media marketing, hired people to setup your Facebook Page, Twitter account, YouTube Channel and LinkedIn Business Page. You’ve even hired a social media “expert” to post on your social media channels a few times per week. You’re also thinking that maybe you should start pinning some pictures on Pinterest because your sister in-law said it was the next big thing.

The only problem is that although everyone seems to be doing it, you just don’t get it! You’re not really getting new business from it and you can’t help wondering if you’re wasting your money on this social media “thing”.

Sounds familiar? If you’ve jumped blindly into social media and have no clue WHY, might as well get out now because you’re doomed to fail!

By not setting goals and objectives, you can’t effectively measure your success which will leave you frustrated and disappointed. Clearly defining and understanding what you’re attempting to accomplish with social media should be your first step.

Start from the Beginning

Setting social media goals should be a reflection of your overall business goals.

Find the Answers

Before jumping into social media, you need to do your research and ask yourself several questions.

  • What are your competitors doing
  • Who are you trying to reach
  • Where is your audience
  • What resources are you able to allocate
  • What’s your budget
  • How much time can you dedicate
  • How much should you handle yourself or who’s going to be responsible
  • Should you keep it internally or outsource
  • Do you need a social media policy
  • What are your obstacles
  • What are your strengths
  • What image do you want to project

Keep it Realistic and Achievable

Here are some Social Media goals:

  • Increase your brand recognition
  • Increase website traffic
  • Improve search rank
  • Generating Leads
  • Increase sales
  • Provide customer support
  • Reducing marketing costs
  • Reducing client support costs
  • Market Research
  • Educate
  • Become the go-to expert in your field

The more specific you are at setting goals, the easier it will be to measure the effectiveness. Example: increase website traffic by 30% in the next 6 months.


The truth is Social Media takes time and is a long term process. If you’re not fully committed on spending regular time on this, it’s going to be very difficult to see any progress. Determining the amount of time that you can realistically spend on your social media marketing will help you decide where you should spend your efforts.

Educate Yourself

You may not need to know how to set up a Facebook Page but it’s important to at least understand the big picture. As a small business owner, you may choose to stay away from the details but you should understand the process, be involved in the planning stages and keep track of the results.

If you’re responsible for all aspects of your social media campaign, you’ll obviously have to understand and learn the process as well as being familiar with the different tools.


By setting realistic expectations, time-frame and clear goals, you’ll be able to better focus and have direction for your social media campaign. Keep in mind that reviewing your efforts and making appropriate adjustments is also part of the process.

It’s also important to note that social media is not there to replace all other forms of marketing; it’s only a small piece of the pie which works best in conjunction with other channels.


Image eource: slworking2 via Compfight

  • Roland Jackson

    Social media is unfortunately becoming a necessary evil and as a small business operator i want it but wished it didn’t exist. At first caught up in another new marketing and networking tool i embraced Myspace and Facebook and later Google.
    As with nearly every small business operator had my account removed, and user id banned for using for commercial marketing etc Time went by Face book embraced pages but never made them work properly.
    As time went on Facebook invented Pages but to this day as with Google pages and all others that i have seen to date have quirky little rules that one must obey or else face the chopping block.
    The worst of these and certainly my main concern is they wont list your business for local business search unless you give them a physical address. What world does the designer live, in my world most small to medium business are run from home and most people would prefer you didnt know their home address in association with business and their personal lives.
    Ok there may be a work around post office and open a mail box for their benefit and so on and so forth but the costs start racking up.
    They are making a huge deal out of their genuine local directories however most services being omitted due to issues such as this.

    Social media to my understanding was to put people in touch with people not just for small talk babble and besides are we going to join a dozen social media sites to chat, nice thought but i dont have that much time. My opinion is they are all doomed when someone brings out a platform that works on a local level country, state and City or town and is almost completely unrestricted only to answer to local authorities as with any webpage that someone could or would create. if they insist on knowing if your a legitimate business or not, in Australia we have ASIC, a free search tells if the business is registered etc and they provide this database interrogation. As a small business operator that’s where i would start to see if the business is legitimate. Surely there is an entrepreneur programmer out their with the contacts to start the worlds first business directory that spiders around like Google bot searching for business from tea cakes at the fate to doctors and lawyers on these local level’s. I could then go back to running my business instead of playing social media communicator for i am almost certain no gain……

  • Thanks, Genevieve! Good points.

  • Social networks are now a major part of modern life. Facebookers , tweeters, yelpers, you name it…people today are plugged into the internet in more ways than anyone imagined possible even a decade ago. The ubiquitous nature of the net is an irresistible force that inevitably draws advertisers to take advantage of all those eyeballs on so many screens. To be successful in an increasingly competitive market, businesses must learn to adapt to the intricacies of social media marketing.

Genevieve Lachance is a web marketing consultant who has a passion for social media and technology based in Montreal, Canada. Read More About Me »